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Elle Adds Store Beacons to Its Marketing

  • Digiday, Wednesday, November 11, 2015 2:49 PM

Many publishers add product links to articles to try to get readers to buy online. With a new shopping gambit, Elle magazine is driving consumers into actual physical stores. For the program, called Shop Now, Elle is making its editors’ product picks available to ShopAdvisor’s and RetailMeNot’s apps. (ShopAdvisor is a mobile proximity service and RetailMeNot is a mobile coupon app.) The apps’ users (25 million combined) who have opted in to get push notifications will get a push if they are within a mile of Levi’s, Vince Camuto, Barnes & Noble or Guess stores letting them know Elle’s suggested buys are near. If the customer opens the notification and goes to the store, she’ll get another notification with a promotion. One recent one gave shoppers $25 off their Camuto purchase if they bought the same day. 

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